Campaign quality scorecard
How a full funnel scorecard exposed cheap campaigns producing weak customers
Campaign level reporting comparing acquisition cost with downstream outcomes.
Monitored
Tracked
Baseline
The challenge
Some campaigns looked brilliant until you followed the leads.
Low CPL campaigns were often producing customers that never signed.
What mattered most
The strategy
Score every campaign on quality.
I built a scorecard covering every stage of the funnel.
- 01Created campaign level quality reporting.
- 02Compared acquisition cost with downstream outcomes.
- 03Identified cheap campaigns producing weaker customers.
- 04Shared the scorecard with leadership monthly.
The evidence
The numbers behind the result.
Graphs use the exact figures from the engagement. Where raw totals were not available, values are indexed to a starting point of 100.
Monthly funnel
Leads to contracts
The outcome
Quality became visible and actionable.
Around 1,450 monthly leads and 63 contracts are tracked with a baseline of roughly 23 leads per contract.
Capabilities demonstrated
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A personal point of view
What I’m seeing, testing and learning in PPC right now.
I’m John Iliopoulos, a PPC and growth marketer with over 10 years in the industry. PPC Supreme is where I share my take on what’s changing, experiments I’m running, things that genuinely work and the lessons behind the results.
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